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“Licensing is a way of connecting the generations”

Licensing and range manager Helen Lynch on the brands performing well at Home Bargains.

Licensing and range manager at Home Bargains, Helen Lynch, has told The Source that she believes licensing is a way of “connecting the generations”.

Speaking to Licensing Source Book as part of the judging of the product categories for this year’s Licensing Awards, Helen (pictured) also highlighted several brands which have been performing well at the retailer, as well as choosing some key trends.

“L.O.L Surprise is the new girl on the block, but Barbie, even though she is 60 this year, is still holding her own,” Helen commented. “Licensing is a way of connecting the generations – tapping into this there is bound to be more ‘mini me’ collections of a t-shirt for dad and then a small one for their son.”

Helen continued: “On a different strand, there is bound to be more interest in brands that tap into the healthy eating scene, such as Joe Wicks.”

Speaking about general themes, those seemingly ever present sequins aren’t far away: “Of course any properties that lend themselves to reversible sequins are likely to catch the eye,” Helen said.

This feature originally appeared in the autumn 2018 edition of Licensing Source Book. Click here to read the full publication.

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